In an era where authenticity and meaningful engagement are key to brand success, many companies are focusing on community-driven marketing campaigns.
By involving their customers in co-creating content and leveraging social media platforms, brands can foster deeper connections with their audiences. These campaigns emphasize engagement, user-generated content (UGC), and partnerships with key community figures to amplify messages and drive meaningful interaction.
A standout example of this approach is Kiera Austin’s partnership with TAC and AFL Victoria for a road safety campaign, organized by MN2S. Another notable case is Starbucks’ groundbreaking initiative with the American Sign Language (ASL) community, which highlights the brand’s commitment to inclusivity. These examples illustrate how community-driven marketing can be used to promote positive social change and strengthen brand loyalty.
In 2024, Australian netball star Kiera Austin teamed up with the Transport Accident Commission (TAC) and AFL Victoria to promote road safety awareness through a targeted social media campaign. This collaboration, organized by MN2S, aimed to engage the public through relatable, authentic content that resonated with a wide audience.
The campaign was part of the TAC and AFL Victoria Road Safety Round, an event dedicated to highlighting the importance of responsible driving. In her social media post, Kiera shared a common yet powerful scenario: oversleeping and feeling rushed, but choosing to call her coach instead of speeding to her destination. This simple, relatable message underscored the importance of making safe choices on the road, and the campaign’s hashtags, #tacbandtogether and #playyourrole, encouraged followers to engage by sharing their own road safety stories.
By leveraging Kiera’s relatability and personal connection with her audience, the campaign successfully amplified an important message and encouraged community participation. The authentic, story-driven content helped build trust and fostered deeper engagement, while social media amplified the message across a broader audience.
Another excellent example of community-driven marketing is Starbucks’ partnership with the American Sign Language (ASL) community. In 2018, Starbucks opened its first U.S. signing store in Washington, D.C., designed to create an inclusive environment for deaf and hard-of-hearing customers. This initiative, developed in collaboration with the local deaf community, was much more than a marketing move—it was a commitment to inclusivity, accessibility, and community support.
The store features an all-signing staff, and its layout and design are tailored to enhance communication and offer a unique experience for customers using ASL. From digital order screens to visual displays highlighting deaf culture, every aspect of the store is built around the needs and preferences of the community it serves. This collaboration underscores Starbucks’ dedication to fostering meaningful relationships with its customers and supporting marginalized communities.
Brands that co-create content with their community build deeper, more authentic connections. In the case of the TAC road safety campaign, Kiera Austin’s involvement added a personal touch, making the message relatable and accessible. Similarly, Starbucks’ collaboration with the ASL community showed that co-creation can lead to meaningful, inclusive experiences that resonate with both the targeted audience and the general public.
Additionally, MN2S played a key role in facilitating the “Never a Bother” campaign featuring Grammy-winning artist Megan Thee Stallion. In collaboration with the California Department of Public Health, this campaign aimed to raise awareness about youth suicide prevention. By leveraging Megan’s powerful platform and personal advocacy for mental health, the initiative reached a wide audience, encouraging young people to seek support and access life-saving resources. The campaign highlighted how strategic partnerships with influential figures can help break down barriers around mental health conversations, making critical resources more accessible to vulnerable communities.
Another remarkable MN2S-led community-driven campaign is Nick Offerman’s appearance at the Quality Cancer Care Alliance’s Fall 2023 National Leadership Summit. With the theme ‘Heralding Gumption’, the event spotlighted parallels between the core values in Nick’s best-selling book, Gumption: Relighting the Torch of Freedom with America’s Gutsiest Troublemakers, and the mission of the Quality Cancer Care Alliance (QCCA). QCCA works to elevate the quality of cancer care in the U.S. through advanced therapies, diagnostics, research, and innovative treatment processes.
Held on September 28th, 2023, at Boston’s Revere Hotel, the summit gathered 250 leading oncologists and their teams, each committed to applying insights from the event to better serve cancer patients nationwide. Nick Offerman’s authentic storytelling and emphasis on perseverance and grit inspired attendees, aligning his narrative of courage and resilience with the QCCA’s mission to fight cancer with compassion and cutting-edge care. With Offerman’s background as both an actor and a writer with a passion for meaningful advocacy, the event fostered a unique connection with the audience, bridging the world of entertainment with healthcare activism and inspiring the oncologists to bring that spirit into their own communities.
Community-driven marketing is more than a trend—it’s a powerful approach that allows brands to build lasting, meaningful connections with their audience. By co-creating content with customers, leveraging UGC, and amplifying messages through social media, brands can foster trust, engagement, and loyalty. Campaigns like Kiera Austin’s partnership with TAC and AFL Victoria, and Starbucks’ collaboration with the ASL community, illustrate how brands can use community-driven marketing to promote positive change, inclusivity, and authenticity. These efforts not only strengthen brand reputation but also create a sense of belonging that keeps customers engaged and loyal in the long term.